Rtb

…and make adjustments on-the-fly. RTB vs. Programmatic Direct In the early days, the term programmatic was used synonymously with real-time bidding (RTB), which — you guessed it — is technology-enabled bidding on ad impressions in real time. Auction-based RTB happens in two ways: on open ad exchanges…

…started gathering your client data and preparing your materials for submission today. Bringing much-needed transparency to RTB May 9, 2017 by Alex Bornyakov Real-time bidding (RTB) is great for scale and efficiency, but it can come with risks for brand image, as recent developments have highlighted.…

…appear. So, is RTB worth the risk for brands, and is it possible to increase transparency in this programmatic channel? With the negative reports around RTB and open exchanges, you might wonder why any advertiser would choose to transact via this channel. The simple answer is that RTB provides…

…staff. For some larger publishers, Adblade has offered a managed service that can also obtain ads from outside demand sources via real-time bidding (RTB). Today, the Somerville, New Jersey-based company is taking a next step in its ad evolution by announcing an update to its WordPress plugin that…

…now moves into product development and joins other companies’ efforts to make marketing data more readily accessible. Adblade adds self-service RTB to its WordPress plugin Feb 8, 2017 by Barry Levine Now, third-party demand sources can bid on inventory for the content-like ads run by this competitor…

…other use cases, he explained. RTB location data is a snapshot, a moment in time. Conversely, ad-call data offers much greater scale than first-party data (unless you’re Facebook). Hayes explains that offline/location attribution, for example, is easier to do with RTB data because you typically need…

The IAB Technology Laboratory released for public comment this week tech specifications for OpenRTB 3.0. The real-time bidding (RTB) transactional specification for programmatic media buying and selling is also undergoing beta tests. Rakuten Marketing CTO Neal Richter, who serves as co-chair of the…

…open exchanges is on the decline. Programmatic direct is expected to account for 56 percent of all programmatic display spend, and open exchange RTB buying will make up 44 percent. [Read the full article on Marketing Land.] About The Author Ginny Marvin Ginny Marvin is Third Door Media's Associate…

…platforms and publishers for direct sales or programmatic contract sales, Smith noted, but not yet for real-time bidding. Grapeshot will support RTB once there is a sufficient critical mass for the new solution, he said. Here’s a screen shot showing ad targeting categories returned by Video…

…in Dynamic Allocation will allow publishers to invite trusted third-party exchanges and SSPs to submit real-time prices using industry-standard RTB calls. These prices will be considered along with bids from the DoubleClick Ad Exchange and the publisher’s reservation campaigns to pick the…